Practical Tips to Become a Better Copywriter

Introduction

• Focus: Practical tips for immediate improvement in copywriting.
• Personal Background: Freelance copywriter with global experience.
• Current Success: Brands doing over $10 million USD/year based on copywriting.

Key Principles

Tip 1: Use the Word 'You'

• Reason: Makes content reader-focused.
• Outcome: Engages the reader who is inherently selfish.

Tip 2: Use Short Sentences

• Reason: Easier for readers to process.
• Outcome: Improves readability and flow.

Tip 3: Use Simple Words

• Reason: Increases comprehension.
• Outcome: Keeps a broader audience engaged.

Tip 4: Use Lots of White Space

• Reason: Makes text look less daunting.
• Outcome: Increases initial reader engagement.

Tip 5: Be Bold

• Avoid: Hedging words like 'possibly', 'maybe'.
• Tool: Hemingway app for identifying adverbs.

Persuasion Techniques

Create Desire Before Justifying

• Structure: Emotional evocation before technical details.

Use 'So You Can' to Bridge Features and Benefits

• Example: Sensitive keys on a typewriter for faster typing.

Let Readers Know What's in It for Them ASAP

• Approach: Start with reader-focused benefits.
• Example: Mention discounts early in the copy.

Series of Head Nods

• Goal: Get the reader to agree with you throughout the text.
• Outcome: Keeps readers engaged and builds trust.

Real Copywriters Focus on Value

• Focus: Articulating the value over sounding smart.

What People Want and Why

• Outcome: 90% of the work is done when this is known.

Importance of a Good Offer

• Statement: Great offers can succeed with mediocre copy; the reverse is not true.

Clear Call to Action

• Reason: Reduces skepticism and makes steps clear.

Feature-Benefit Lists

• Approach: Match every feature with a benefit for effective copy.

Tools

Swipe Files

• Tools: swipe.co and reallygoodemails.com for inspiration.

Text-to-Speech

• Usage: Helps identify flow issues.

Change Font and Size

• Reason: Fresh perspective on the text for better editing.

Master Copywriting Formulas

• Formulas: AER (Attention, Interest, Desire, Action) and PASS (Pain, Agitation, Solution).
• Outcome: Better understanding of consumer psychology.

Conclusion

• Impact: Copywriting is vital and transformative.
• Action: Implement these tips and observe improvements.

Summary

• Copywriting fundamentals and practical tips.
• Emphasis on clarity, reader-focus, and structuring for persuasion.
• Utilization of tools and classic formulas for refining copy.